16983: BHM 2025—Aunt Jemima.

Closing out a quiet Black History Month in Adland—and playing off the theme of African Americans and Labor—marks an appropriate moment to consider Aunt Jemima.

 

Aunt Jemima “retired” in 2020, appearing as a contemporary Black woman sporting pearl earrings, the final phase of her evolving persona.

 

The character was born in 1889 to promote the Pearl Milling Company. Despite the revisionist rebranding, the Aunt Jemima journey began with slavery.

 

Even in the 1950s, the official legend of Aunt Jemima revealed a victim of forced labor. She worked as a cook on Colonel Higbee’s plantation, delighting White men and women with her culinary genius.

 

After over 100 years of service, Aunt Jemima lost her job to a logo—during Black History Month to boot—as the original Pearl Milling Company was resurrected.

 

The iconic tale of Aunt Jemima is more than Black history—it’s American history.

16653: Rethinking & Rewriting Reality On Memorial Day.

 

National Cares Mentoring Movement commemorates the origin of Memorial Day, charging that “forces have worked tirelessly to erase the contributions and influence that African Americans had in forging this nation.”

 

Take a moment today to learn more about Memorial Day—and consider supporting the efforts and ambitions of the National Cares Mentoring Movement.

16190: Aunt Jemima Has Not Yet Left The Building…

 

It’s been roughly two years since PepsiCo erased Aunt Jemima and reintroduced Pearl Milling Company.

 

Per the corporate website navigation logos, Pearl Milling Company boasts having existed “Since 1889”—yet still embraces the “Same Great Taste As Aunt Jemima.”

 

“Our History” delivers revisionist history, acknowledging how the company bought and adopted the Aunt Jemima brand, while ignoring how the “mammy cook” toiled on the plantation of her master, Colonel Higbee.

 

The iconic mammy figure has been replaced by seemingly stock photography of grinning Black women, presumably representing the recipients of P.E.A.R.L. Pledges.

 

In 2022, PepsiCo and Pearl Milling Company awarded “$1 million in grants to seventeen nonprofit organizations dedicated to creating opportunities for Black women and girls across the country.” Although $1 million feels like low reparations after profiting from Aunt Jemima for over 125 years.

 

One can’t help but wonder about the number of Black women actually working for PepsiCo and Pearl Milling Company. And how many Black women lead at the advertising agencies cooking up campaigns for Pearl Milling Company?

 

The truth is probably a pile of pancake crumbs.

 

 

15871: Miller Lite ‘Ale Wives’ Ails From Revisionist History.

 

Advertising Age reported on a patronizing promotion from Miller Lite—Ale Wives—saluting White women in brewing. The stunt spotlights Mary Lisle, noted as the first female brewer in America.

 

Okay, but what about all the Black women who helped the American beer industry grow and thrive through slavery? Who the hell does Miller Lite think was harvesting hops?

 

(It should also be noted that one of the first Black brewers is identified as Peter Hemings—who was a slave owned by Thomas Jefferson, along with his sister, Sally Hemings [no comment]—and that he crafted beer around 1820. Given that Lisle is credited with running her Philadelphia brewery in 1734, it shows how White women achieved a beer milestone roughly 100 years before Blacks.)

 

Regardless, it’s also highly hypocritical for a women’s tribute to come from the brand that brought you bikini catfights and breast-and-body painting.

 

See How Miller Lite Redesigned Cans To Honor Women In Brewing

 

Limited-time cans honor pioneering female brewer Mary Lisle via 'There’s no beer without women' campaign

 

By Yadira Gonzalez

 

This Fourth of July, rather than praise America’s founding fathers, Miller Lite will honor the “Ale Wives,” releasing limited-edition cans in homage to the forgotten women who brought beer to America.

 

The Molson Coors-owned brand will produce a limited supply of its classic white cans that carry the name Mary Lisle instead of Miller Lite, as a way to honor the woman whom the brand describes as the “country’s first recorded female brewer and her revolutionary contributions to the American brewing industry.”

 

In 1734, Lisle ran a Philadelphia brewery, but “through time, women were excluded from the industry as others saw an opportunity to cash in on the nation’s love of beer, forcing most women out of the business altogether,” according to Miller Lite.

 

‘Ale Wives’

 

Cans include Lisle’s name and face, the tagline “There’s no beer without women,” as well as a brief history of Lisle’s contributions to the beer industry.

 

“When people think of beer, they think of men; there are very few people who realize that we actually have women to thank for beer in America,” Elizabeth Hitch, senior director of marketing for Miller Lite, said in a statement. The phrase “Ale Wives” is a historical term referring to women who made beer—Miler Lite calls them “the unsung heroes who brought beer to America in the first place.” According to the brand, a recent poll found that only 3% of Americans know that fact.

 

Agencies on the project include DDB and Alma and Molson Coors PR agency ICF Next.

 

The cans come during peak beer drinking season: Fourth of July weekend has been known to prompt more beer purchases than any other holiday, given that many families and friends gather for cookouts, according to the National Beer Wholesalers Association. Americans spend more than $1 billion on Fourth of July beer and wine, according to the WalletHub. Miller Lite sees the holiday as the perfect time to school drinkers en masse on women in beer history.

 

“There’s no better time to celebrate and put women back into the history books of beer than on the single largest beer selling weekend in America,” Hitch said.

 

Miller Lite will donate $5 for each case purchased on the online retail sites Drizly and Instacart from June 27 to July 4 to the nonprofit organization Pink Boots Society, which inspires and supports women in the brewing profession. Miller Lite is pledging up to $250,000 to the nonprofit.

 

Men dominate the industry, making up 76% of craft brewery owners according to findings from the Brewers Association, a craft beer trade group.

 

“Women played a pivotal role in bringing beer to America as the first brewers here and are often underrepresented in the industry,” Erin Wallace, Pink Boot Society Board Member, said in a statement, adding that the group's mission “is to assist, inspire and encourage women and non-binary individuals in the fermented beverage industry through education.”

 

Fans can get their hands on Mary Lisle cans by attending an event hosted by Miller Lite in Lisle’s hometown of Philadelphia at the Devil’s Den bar on June 30, where it will be unveiling the limited-time cans. Like many other Miller Lite campaigns, the brand will run a sweepstakes, giving drinkers a chance to win a limited edition Mary Lisle two-pack. Those who are 21 years or older can enter by visiting millerlite.com/marylisle through July 4.

15761: Adweek’s Revisionist Women’s History…?

 

Adweek celebrated “the Most Iconic Women Brand Mascots” with a video that is not worth the subscription fee to view. So, it’s not certain if the video—like the illustration above—failed to salute Aunt Jemima, the Land O’Lakes Native American Maiden, or Annie the Chicken Queen. Did the Pine-Sol and Honey Bunches of Oats Ladies get a cameo appearance? Also, does the Morton Salt Girl qualify as a woman?

15328: Polling Pancakes, Prejudice & Pearl Milling Company.

Advertising Age reported on a survey that gauged consumer reactions to Aunt Jemima being erased and replaced by Pearl Milling Company. The results cut across demographics, geographics and psychographics. One psycho group, for example, said that because “the name is from a different era, consumers shouldn’t take offense.” Then they enjoyed an Aunt Jemima pancake breakfast, brushed their teeth with Darkie toothpaste and washed their laundry with Soapine detergent.

 

Aunt Jemima’s Name Change Gains Wide Awareness But Questionable Impact On Sales, According To New Poll

 

Ad Age-Harris surveys consumer opinions on the closely watched change to Pearl Milling Company

 

By E.J. Schultz

 

PepsiCo has drawn widespread attention by rebranding Aunt Jemima to remove ties to a racial stereotype, but the move is not poised to move the sales needle by a lot either way—at least, not yet.

 

According to a new Ad Age-Harris poll, 66% of consumers are aware of the name change to Pearl Milling Company, but only 23% said the overhaul would make them more likely to buy from the brand. More consumers, 28%, said the update would make them less likely to buy products from the brand, which markets pancake syrup and mix products. And 43% said it would have no impact on their purchasing decision.

 

PepsiCo’s Quaker division revealed the new look last week, after spending several months consulting with internal and external advisers while considering a list of 300 potential names. Pearl Milling Company is a return to the name of the company founded in 1888 in St. Joseph, Missouri that introduced self-rising pancake mix in 1889. New packaging is set to appear in June.

 

The consumer reception to the overhaul will be closely watched inside the food industry as multiple brands redo their branding to erase racist imagery. Cream of Wheat is removing the Black man from its packaging, for instance, and Mrs. Butterworth’s is in the midst of its own review.

 

According to the poll, consumers are evenly divided on the need for brands with controversial names to rebrand: 51% stated they should not, while 49% said they should. But the demand for change is higher among people of color, with 63% of Black consumers and 61% of Hispanic consumers saying these products should be rebranded, while only 42% of white consumers supported change.

 

There are also big differences among age groups: Almost two-thirds of consumers aged 18-34 said brands with controversial names should be rebranded compared with just 35% for the 55-64 age group.

 

“While consumers overall are divided on the rebranding of controversial brand names, it is clear that people of color largely support these changes. A name change may not do much to drive sales, as we can see in the data, but it accomplishes an important goal: it signals to the consumers most impacted by racial stereotyping that they are heard and respected,” says Will Johnson, CEO of The Harris Poll.

 

The poll was conducted online in the U.S. from Feb. 12-15 among 1,082 U.S. adults ages 18 and older. Below, some more findings:

 

• Of those who support name changes for controversial brands, the majority, 52%, said they should do so because “brands should care about respecting people from different backgrounds and lifestyles.”

 

• But only 35% of those supporting the name changes said they would respect the brand more.

 

• Of those who don’t support name changes, 58% stated that it is because the brands are already well known as they are.

 

• Of these people, 45% said that because “the name is from a different era, consumers shouldn’t take offense.”

15315: BHM 2021—Aunt Jemima Adieu.

Per the PepsiCo pronouncement, Aunt Jemima is being erased—during Black History Month. Meanwhile, the jury is still out on Mrs. Butterworth’s.

 

15312: BHM 2021—PepsiCo, Quaker Oats And Aunt Jemima.

 

A PepsiCo press release announced the official end of Aunt Jemima—during Black History Month to boot. The statement also claimed:

 

“Throughout the effort that led to the new Pearl Milling Company name, Quaker worked with consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind.”

 

Of course they did. What’s more, PepsiCo and the new brand will offer generous reparations donations to causes benefiting Black girls and women. Of course they will.

 

The statement also professed:

 

“The Quaker Oats Company signed the contract to purchase the Aunt Jemima brand in 1925. It updated its image over the years in a manner intended to remove racial stereotypes that dated back to the brand origins.”

 

Racial stereotypes? An original Aunt Jemima menus and recipes booklet (depicted below) presented the iconic character as a “mammy cook” working on the plantation of her master, Colonel Higbee. Aunt Jemima was not merely a racial stereotype; rather, she was a racist stereotype.

 

PepsiCo and Quaker Oats aren’t just revising a label—the companies are creating revisionist history. What’s next? A Black History Month Pancake Breakfast?

 

 

 

Aunt Jemima Rebrands As Pearl Milling Company

 

PURCHASE, N.Y., Feb. 9, 2021 /PRNewswire/ -- PepsiCo, Inc., today announced the debut of Pearl Milling Company, the new name of the pancake mix and syrup varieties previously found under the Aunt Jemima brand.

 

Pearl Milling Company-branded pancake mixes, syrups, cornmeal, flour, and grits products will start to arrive in market in June 2021. Pearl Milling Company will offer people all their favorite pancake mix and syrup varieties in the same familiar red packaging previously found under the Aunt Jemima brand. Products will continue to be available under the Aunt Jemima name without the character image until June.

 

Though new to store shelves, Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the originator of the iconic self-rising pancake mix that would later become known as Aunt Jemima.

 

The Quaker Oats Company signed the contract to purchase the Aunt Jemima brand in 1925. It updated its image over the years in a manner intended to remove racial stereotypes that dated back to the brand origins. In June 2020, the company announced it was transitioning from the Aunt Jemima name and likeness on packaging and pledged a $5 million commitment to support the Black community.

 

Throughout the effort that led to the new Pearl Milling Company name, Quaker worked with consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind.

 

In the coming weeks, Pearl Milling Company will also announce the details of a $1 million commitment to empower and uplift Black girls and women, inviting the community to visit its website and nominate non-profit organizations for an opportunity to receive grants to further that mission. This is in addition to PepsiCo’s more than $400 million, five-year investment to uplift Black business and communities, and increase Black representation at PepsiCo.

 

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com.

14641: Revisionist Memories On Memorial Day.

HISTORY noted, “One of the Earliest Memorial Day Ceremonies Was Held by Freed Slaves.”

The BBC broadcasted, “Memorial Day: America’s strained salute to its black veterans.”

History News Network wrote, “The African-American origins of Memorial Day have been suppressed.”

14603: Revisionist History From Ancestry.com And Anomaly.

Adweek reported on a culturally clueless commercial for Ancestry.com from Anomaly that romanticizes why Blacks have White blood ties, ignoring the historical truths involving slavery and rape. Hey, it’s not the first time Ancestry.com has embraced revisionist history in its advertising. And Anomaly’s ignorance is, well, not an anomaly.

Ancestry.com Pulls Tone-Deaf Ad That Romanticizes Why Black Americans Have White Lineage

The spot doesn’t take enslavement and rape into account

By Lindsay Rittenhouse

It’s just another day in advertising and another example of a tone-deaf ad that likely would have never been approved had there been more people of color with significant sway on the matter.

Ancestry.com has pulled an ad that romanticized the reason why so many black Americans have white ancestry. (The biggest reason is rape.)

The ad, which is called “Inseparable” and is from Anomaly, is set in the 1800s and imagines a white gentleman trying to convince a black woman he is supposedly in love with to run away with him to Canada (as if white men in America at the time weren’t enslaving and raping black women and trying to dismantle the Underground Railroad that freed thousands of slaves).

The ad ran online this month and was broadcast on cable networks in Utah, where the online genealogy company is based, before The Salt Lake Tribune reported on it, prompting the brand to pull it from YouTube.

“Ancestry is committed to telling important stories from history,” an Ancestry.com spokeswoman said in a statement. “This ad was intended to represent one of those stories. We very much appreciate the feedback we have received and apologize for any offense that the ad may have caused. We are in the process of pulling the ad from television and have removed it from YouTube.”

The spokeswoman declined to say how many people of color were involved in making the ad, which was created by Anomaly’s Toronto office. The agency deferred comment to the client.

The ad garnered considerable backlash from viewers who pointed out how offensively unrealistic it is along with other insensitive aspects such as how the white male character interrupts the black woman when she tries to speak (arguably the only realistic part of the spot).

Others have noted how the ad parallels other white savior tales, from the recent controversial Academy Award-winning Green Book to To Kill a Mockingbird. Business Insider producer Manny Fidel explained the origin of white savior stories and detailed why they are so unrealistic and problematic in a video posted to his Twitter account in response to the Ancestry.com spot.

Here’s hoping change one day comes to the advertising industry.

14127: Colonialism By Canoe.

Anyone else think this campaign for The Canadian Canoe Museum by BrandHealth feels culturally clueless? The tagline proclaims, “We Got Here By Canoe.” Sorry, but Canada was not colonized and conquered by canoe.

10285: Tea Party’s Revisionist History.

From The Huffington Post…

Tea Party Groups In Tennessee Demand Textbooks Overlook U.S. Founder’s Slave-Owning History

By Trymaine Lee

A little more than a year after the conservative-led state board of education in Texas approved massive changes to its school textbooks to put slavery in a more positive light, a group of Tea Party activists in Tennessee has renewed its push to whitewash school textbooks. The group is seeking to remove references to slavery and mentions of the country’s founders being slave owners.

According to reports, Hal Rounds, the Fayette County attorney and spokesman for the group, said during a recent news conference that there has been “an awful lot of made-up criticism about, for instance, the founders intruding on the Indians or having slaves or being hypocrites in one way or another.”

“The thing we need to focus on about the founders is that, given the social structure of their time, they were revolutionaries who brought liberty into a world where it hadn’t existed, to everybody—not all equally instantly—and it was their progress that we need to look at,” Rounds said, according to The Commercial Appeal.

During the news conference more than two dozen Tea Party activists handed out material that said, “Neglect and outright ill will have distorted the teaching of the history and character of the United States. We seek to compel the teaching of students in Tennessee the truth regarding the history of our nation and the nature of its government.”

And that further teaching would also include that “the Constitution created a Republic, not a Democracy.”

The group demanded, as they had in January of last year, that Tennessee lawmakers change state laws governing school curricula. The group called for textbook selection criteria to include: “No portrayal of minority experience in the history which actually occurred shall obscure the experience or contributions of the Founding Fathers, or the majority of citizens, including those who reached positions of leadership.”

The latest push comes a year after the Texas Board of Education approved revisions to its social studies curriculum that would put a conservative twist on history through revised textbooks and teaching standards.

The Texas revisions include the exploration of the positive aspects of American slavery, lifting the stature of Jefferson S. Davis to that of Abraham Lincoln, and amendments to teach the value of the separation of church and state were voted down by the conservative cadre. Among other controversial amendments that have been approved is the study of the “unintended consequences” of affirmative action.

The board approved more than 100 amendments affecting social studies, economics and history classes for Texas’s 4.8 million students.

The influence of the amended textbooks will likely reach far beyond the state of Texas. The state is one of the largest purchasers of textbooks, and many other states adopt Texas’s books and standards.

The curriculum changes were pushed through by a majority bloc of conservative Republicans on the Texas school board, who have said the changes were made to add balance to what they believe was a left-leaning and already-skewed reflection of American history.

“There is some method to the madness besides vindicating white privilege and making white students feel as though they are superior and privileged and that that it is the natural order of things,” Gary Bledsoe, president of the Texas State NAACP, told The Crisis magazine last year about this time. “The agenda being pushed and the ultimate impact intended is to make young people automatically identify with one political party.”

A number of groups, including the NAACP, the Texas League of United Latin American Citizens and the Texas Association of Black Personnel in Higher Education have joined forces to beat back the measures, which they said would have a negative impact on minority children.

The groups sought a federal review of the state’s public education and have raised claims that the Texas State Board of Education has violated federal civil rights laws. In a formal complaint filed with the U.S. Department of Education, the groups charge that the new curriculum was devised to “discriminate.”

The measures went as far as to replace instances of the trans-Atlantic slave trade with “Atlantic triangular trade.”

“It is going to be extremely psychologically harmful to African-American young people because they are marginalized in the curriculum,” Bledsoe said. “It will require them to be taught things such as the benevolence of slavery and the problems with affirmative action rather than the good and the bad.”

“They voted down a motion that requires students to be taught about the terrorism brought about by the Ku Klux Klan and what they did to ethnic and racial minorities, but they turn around and pass a provision that requires the teaching of the violence of the Black Panther Party.”